Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out a campaign for Mobiistar C1 Shine. C1 Shine’s eye catching ‘Mirror shine body’ is the focus of the campaign.
In the campaign Mobiistar, C1 Shine focuses on how a feature with a combination of looks can add value to a consumer.
The communication features a young, energetic individual from a semi-urban locale, who upon using C1 Shine sees his day transform into something magical. It’s a story where a phone magically transforms a life of an ordinary young man by being his partner in crime. The campaign is titled ‘Bade chamak rahe ho’.
The campaign will be rolled out pan India with a greater presence in offline, POS and other key touch points of purchase. In a segment that is price-value conscious, this campaign aims at garnering greater awareness and furthering the brand promise of Mobiistar of ‘enjoy more’ through an insightful storytelling.
Anupama Ramaswamy, National Creative Director, Dentsu Impact, said, “Our consumer is constantly hunting for acceptance and acknowledgement from people in and around his/her life. Interestingly, 'Bade chamak rahe ho' is a fun colloquial sentence that perfectly bridges our consumer's insight with the product truth of mirror-like shine. The film is entertaining and not preachy. The music will surely make you take notice and smile. All this helped us weave a story that we're sure it will add shine to its viewers' lives.”
Aniruddha Deb, Chief Marketing Officer, Mobiistar India, added, “In a category firmly positioned on features and price-value benefits, it is Mobiistar’s vision to provide value through the best of features at a price that is accessible to small town customers. A phone to this TG is not just a phone but a device that accentuates his personality and stature. Our campaign brings alive this idea perfectly.”
The Campaign :
Creative Agency: Dentsu Impact Pvt. Ltd.
Production House: Chrome Pictures
Director (Film): Vijay Veermal
Producer: Roopali Singhal